Dow Jones Event for Public Relations & Corporate Communications 20 Jan 2010, Singapore John Kerr, Lars Voedisch

1. Dow Jones Expert Series for
Public Relations & Corporate Communications
Singapore, 20 January 2010
Monitor Analyze Discover Engage
• Listen more strategically to the news and buzz affecting your organization and your brand by
having a 360 degree view of events and conversations wherever they are happening – in
print, web or social media from local to regional to global.
• Gain a better understanding of how your campaigns are performing and how you can adjust
for greater success
• Discover opportunities and risks
• Engage your stakeholders on message, in conversations and with understanding
Real time is the new prime time Social or not – it’s Media Relations
John Kerr Lars Voedisch
Regional Director Regional Head – Media Intelligence, APAC
Edelman Digital Dow Jones and Company
www.twitter.com/johnkerrnz www.twitter.com/larsv
© Copyright 2010 Dow J ones and Company |

2. John Kerr
Regional Director, Edelman Digital
www.twitter.comjohnkerrnz
http://dconsortium.wordpress.com/
20 January 2010

3. When it comes to social media, what is the first
thing a communicator/marketer should do?
A. Build a Facebook Page
B. Engage in a listening campaign
C. Come up with a big idea/underlying theme

4. ANSWER B: ENGAGE IN LISTENING
Before launching a specific program or coming up with a
grand idea, you can ready yourself for success by
gathering the information needed to reach an intimate
understanding of local consumers. How do our customers
engage across the social landscape in your market and
what are they saving about our products? How is our
competition utilizing social marketing?
You can gain these insights by actively listening, watching,
gathering and learning from the online landscape before
diving in. It is one of the reasons Edelman undertakes a
huge amount of research on reputation drivers and
online/offline impact.

9. Need to Hear Message 3-5 Times to Believe It

10. Social Now Mainstream

11. The Solution?
1. Ubiquity and Embassies
2. Multiplicity and Diversity
3. Discoverability and Integration
11

12. The New Rules
Be First +
Act Small +
Be Honest +
Be Personal +
Offer More than Branding +
Establish and Maintain a Dialogue +
Contribute without Expecting Back +
=
Be Authentic

13. Maturity in Social Media
STRATEGIC ENGAGEMENT PLAN
Setting the Understanding Find the Sweet Create the
Context the Landscape Spot Relationship
ENGAGE
What’s the best
method & platform
ANALYSE for engagement?
What are the
insights to
LISTEN leverage?
What’s already
being said, where
PLAN and by who?
What do I want to
achieve ?
Measurement

14. Why is Planning & Listening
Essential?

15. Effective Planning
G OALS What are you trying to achieve?
How much time, budget, manpower and
R ESOURCES expertise do you have to invest in social media?
Has your target audience been engaged
E VIDENCE successfully via social media before?
Who are your target audiences and what do you
A UDIENCE already know about them?
Can you commit to a long-term relationship
T IME building campaign?

16. Listening Drives Engagement for Aviva
Step 1: LISTEN: Conversation Audit - Aviva and
related issues
Step 2: Identified influencers online
Step 3: The Big Idea: Moneybanter.com.sg
Step 4: Content and Engagement Framework
Step 5: Branding and Infrastructure
Step 6: Measurement: Google Analytics
Step 7: Sustaining the Momentum

17. The most important thing in using social media for crisis
management is:
A. Active listening
B. Having a predefined crisis management plan
C. Speaking the language of your audience while
retaining your brand voice
D. All are essential for successful crisis management

18. ANSWER D: ALL OF THE ABOVE
Listening, being prepared ahead of time and speaking the
language of your audience while still retaining brand identity are
all necessary components of a comprehensive crisis
management plan.
A poorly handled fumble can lead to disaster, but a thoughtful
response to issues that arise can actually lead to greater
customer appreciation and loyalty.

19. About Edelman Digital Asia Pacific
Edelman integrates
online intelligence into Toky o
marketing planning and Margaret Key
creates digital Mumbai
consortiums to meet Robert
Delhi Holdheim
Seoul
Ty ler Kim
specific client needs: Robert
Holdheim
Bangalore
Beijing
Charles
• 600 Employees Across Robert
Holdheim
Lankester
Shanghai
Charles Lankester
APAC
• 15 Offices (see map) Taipei
Anita Lin
• 4 Affiliates Guangzhou
Charles Lankester
Part of a global digital Kuala Lumpur
Karen Hoh
firm of more than 200 Singapore
people that draws on Bob Grove
the expertise and Hong Kong
resources of Edelman Charles Lankester
Digital’s international Alan VanderMolen
Jakarta
network of experts in Chadd McLisky
34 offices Sy dney
Amanda Little
Melbourne
Dav id McCarthy
19

20. Enriching Stakeholder Relationships
Conceptualized and
implemented an Work with Aviva to
online platform for create moneybanter –
BMW China to Singapore’s first social
deepen its media site designed to
relationships with car address Singaporeans’
owners and money matters
enthusiasts
Empowered online
Created audiences to help
unprecedented online counter
buzz leading to the misperceptions about
launch of StarHub’s the safety of DuPont
new VoIP service Teflon through
pfingo. “Smart-Cook” online
reality competition

22. Social or not – it’s Media Relations
Lars Voedisch - lars.voedisch@dowjones.com
Regional Head – Media Intelligence, APAC
Dow Jones and Company
© Copyright 2010 Dow J ones and Company |

23. Are you or your CEO still questioning…
Socialnomics Social Media Rev olution (Short 2 30 v ersion 9-27-2009).flv
Video: Social Media Revolution
© Copyright 2010 Dow Jones and Company | 23

24. Social Media Relations: Everything Changes!?
Everything Nothing
Changes Changes
 From pitching to  It’s about
engaging in “Naked relationships and
Conversations” people
 “There is no market  Not every negative
for your message” comment means a
 Command and crisis
control, top down  You need to watch
message delivery is your relevant space:
no longer an option – monitor and analyze
it’s about  Look at trends over
conversations time
© Copyright 2010 Dow Jones and Company |

25. How do we stay relevant and lead strategic
communications programs?
 It’s not traditional vs.
social media or old and
new media – it’s all media
relations.
 Let’s not just tweet
because it’s the hottest
tool at the moment
 Remember that now
everybody has a printing
press
Important rules in media relations remain the same:
Important rules in media relations remain the same:
--Stay transparent, authentic and relevant
Stay transparent, authentic and relevant
--It is all about building relationships
It is all about building relationships
--Becoming a valued, trusted resource to each contact
Becoming a valued, trusted resource to each contact
Source: Redefining Media Relations, Maureen O’Connell
© Copyright 2010 Dow Jones and Company |

26. Must-Dos for PR Professionals in 2010:
You can’t outsource your strategy
 Agree and align your communications objectives
 Awareness
 Image / Reputation
 Sales
 Cost savings
 Something else?
 Track / Measure your success
 Build expertise and capacity (staff & tools): Social
media is neither cost-free nor will it fix it all.
 Think about relevance: Become a Content Creator
 Define your Rules of Engagement
 Bring Social Media Inside
© Copyright 2010 Dow Jones and Company | 26

27. Monitor Analyze Discover Engage
Communications Objectives & Strategy
Use smart tools along your workflow!
Monitor Analyze Discover Engage
research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential
© Copyright 2010 Dow J ones and Company |

28. Monitor
Who’s Listening?
Monitor and Track what’s
relevant across media
channels / sources!
© Copyright 2010 Dow J ones and Company | 28

29. Analyze
Media Analysis: Stop confusing ROI with
results, and measurement with counting
 “Measurement is not counting. Or monitoring. It
is not the number of followers, friends, rankings,
or scores.
 Measurement is a process that requires you to
compare results against something — either
with your competition or with your own results
over time.
 You note the change, analyze the reasons why,
and improve your program accordingly.”
KD Payne
Source: Stop confusing ROI w ith results, and measurement w ith counting, KD Payne
© Copyright 2010 Dow J ones and Company | 29

30. Analyze
Who are they
talking about?
Where is the
chatter
happening?
How good
is it?
© Copyright 2010 Dow J ones and Company | 30

31. Analyze
Who’s talking
about you – and
your competitor?
Who’s talking
about you – and
your competitor?
Look at social vs
traditional media!
© Copyright 2010 Dow J ones and Company | 31

32. Discover
iPhone
“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”
© Copyright 2010 Dow J ones and Company | 32

33. Engage and understand the influencers Engage
Remember: For most industries, print is still king!
What they’re writing about…
…and how to contact them
Journalist and blogger bios are linked to news and analysis
Quickly access everything you need to work an angle & make
contact
© Copyright 2010 Dow J ones and Company | 33

34. Engage
Building a Media List
Apply smart filters based on actually
written articles to connect to the right
influencers instead of widely spamming
journalists
© Copyright 2010 Dow Jones and Company | 34

35. Engage
Create a Briefing Book in Minutes, Not Hours
Walt M ossberg Aug 3rd Interview
Easily incorporate bios, latest articles,
your key talking points
© Copyright 2010 Dow Jones and Company | 35

36. Engage
Content Creation: Leveraging your resources to
maximize your assets across channels
Editorial
Editorial
Workbench can
Workbench can
consume aawide
consume wide
variety of
variety of
sources
sources
(including
(including
Factiva, your
Factiva, your
internal articles,
internal articles,
and external
and external
RSS) to allow
RSS) to allow
editors to hand
editors to hand
pick content, add
pick content, add
commentary, and
commentary, and
publish tailored
publish tailored
news summaries
news summaries
to multiple
to multiple
audiences via
audiences via
“…provides the ability to sort the knowledge multiple
multiple
“…provides the ability to sort the knowledge channels.
gold from the information noise” --Caterpillar channels.
gold from the information noise” Caterpillar
© Copyright 2010 Dow Jones and Company |

37. Engage
Content Creation: Leveraging your resources to
maximize your assets across channels
Editorial
Editorial
Workbench can
Workbench can
RSS Feeds consume aawide
consume wide
variety of
variety of
sources
sources
(including
(including
Factiva, your
Email Newsletters
Factiva, your
internal articles,
internal articles,
and external
and external
RSS) to allow
RSS) to allow
editors to hand
editors to hand
pick content, add
pick content, add
commentary, and
commentary, and
publish tailored
publish tailored
Custom Portlets/Webparts news summaries
news summaries
& Custom XML output to multiple
to multiple
Mobile-formatted audiences via
audiences via
“…provides the ability to sort the knowledge
sort the knowledge
text multiple
multiple
“…provides the ability to channels.
gold from the information noise” --Caterpillar channels.
gold from the information noise” Caterpillar
© Copyright 2010 Dow Jones and Company |

38. Monitor Analyze Discover Engage
Summary:
Social Media Tips for PR Professionals
 Keep on top of social media trends
 Familiarize yourself with the latest web tools
for your social media management success
 Follow best social media practices in your
industry sector
 Identify and engage relevant digital
influencers
Source: Social Media Tips for PR Professionals, Daniel Young
© Copyright 2010 Dow Jones and Company | 38

39. Monitor Analyze Discover Engage
Summary: Social or not – It’s Media Relations
Social Media Tips for PR Professionals
 Keep on top of social media trends
 Familiarize yourself with the latest web tools
for your social media management success
 Follow best social media practices in your
industry sector
 Identify and engage relevant digital
influencers
Important rules in media
Important rules in media
relations remain the same
relations remain the same
Source: Social Media Tips for PR Professionals, Daniel Young
© Copyright 2010 Dow Jones and Company | 39

40. Monitor Analyze Discover Engage
Dow Jones services for Public Relations
& Corporate Communications
Monitor Analyze Discover Engage
research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential
© Copyright 2010 Dow Jones and Company |

41. Thanks you. Questions?
Lars Voedisch
Regional Head – Media Intelligence, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv
© Copyright 2010 Dow Jones and Company |

42. Dow Jones Expert Series for
Public Relations & Corporate Communications
Singapore, 20 January 2010
Monitor Analyze Discover Engage
• Listen more strategically to the news and buzz affecting your organization and your brand by
having a 360 degree view of events and conversations wherever they are happening – in
print, web or social media from local to regional to global.
• Gain a better understanding of how your campaigns are performing and how you can adjust
for greater success
• Discover opportunities and risks
• Engage your stakeholders on message, in conversations and with understanding
Real time is the new prime time Social or not – it’s Media Relations
John Kerr Lars Voedisch
Regional Director Regional Head – Media Intelligence, APAC
Edelman Digital Dow Jones and Company
www.twitter.com/johnkerrnz www.twitter.com/larsv
© Copyright 2010 Dow Jones and Company |